Revenue (¥ bn, bars) · net margin (%, line)
Source: securities reports
FY1978 · unconsolidated
Revenue$170M
Net income$12M
Net margin7.3%
→
FY1984 · unconsolidated
Revenue$276M
Net income$25M
Net margin9.1%
The machine model travelled. A tie-up with Taiwan Secom in January 1978 opened the overseas business, the shares moved up to the TSE first section that May, and a joint venture with Korea’s Samsung group followed in March 1981 (later renamed S1), then Thailand in 1987, Britain in 1991 and a Chinese holding company in 1992. At home the industry it had invented was now crowded — roughly 4,000 security companies by the late 1980s — but only two of them, Japan Guard Services and Sohgo Security Services, cleared ¥10 billion in sales. Electronic security demands patrol crews standing by across the whole country to answer an alarm, and only firms of scale could carry that overhead. By 1997 Secom alone took about a tenth of the industry’s revenue.
The consumer market was the hard one. My Alarm, Japan’s first home security system, launched in January 1981, and then almost nothing happened. A showroom opened in Jiyugaoka in 1988 drew no customers at all who had come looking for security; on cold calls, housewives did not recognise the name “Secom” and often mistook it for a consumer-finance lender. It took thirteen years to reach 50,000 cumulative contracts. The company stayed in anyway, and because rivals did not follow for roughly two decades it had the field effectively to itself — which is why, by the early 2000s, it held about 80% of household security and 60% of commercial electronic security, adding 35,000 contracts a year. Article 4 of Iida’s “Secom Constitution” had made the logic explicit: a service prepared ahead of society will meet resistance at first, and that resistance is precisely why it is worth choosing.
In December 1983, over strong internal opposition, Japan Guard Services renamed itself Secom. The point was not branding but permission. Cash from the rental contracts was piling up, yet a company called a guard firm could only sell into crime and fire prevention; the same national footprint, monitoring centres and dispatch crews could serve medicine or insurance if the label allowed it. Iida declared the company a “social systems industry” dedicated to a safe and convenient society, and in December 1986 set up the Secom IS Laboratory to work on AI and other base technologies — groundwork that justified, inside and outside the firm, what came next. In 1989 Secom bought the American home-care company HMSS for its home-infusion technology; in June 1991 it opened a pharmacy with a sterile compounding room and began supplying drugs to patients on home drips, together with a visiting-nurse service. Japanese law reserved hospital ownership to non-profits, so the entry had to be made at the margins, and the sums involved were tiny — about ¥300 million against group sales of $992.5M (¥134bn), nearly three-quarters of which still came from electronic security.